The Hair Texture Divide…

Though data sources cite the volume of Natural Hair Care purchases as $122M (IRI 52 Wks Ending Dec 2015), roughly 23% of the dollar volume in retail chains, what does this figure really mean? Is the man or woman purchasing this product indeed a “natural” consumer?

The answer to this question is a resounding “NO”. The retailers carrying “remedy based products” and the manufacturers of products marketed as “natural” are reaping the benefit of this consumers need for moisture and growth. Yes, this consumer has become intimately committed to adding moisture to the hair as a means to encourage hair growth. The truth is the vast majority of black consumers shopping in retail chain stores are “natural hair hybrids”. This means the consumers have some form of a chemical product in the hair, whether its color or a mild relaxer or the consumer is seeking to maintain a protective style. Stay tuned as we peel the natural hair care onion, shedding light on the “not so natural, naturalists!”